Artificial Intelligence Algorithms: Beyond hype to reality

Sunando Das

This paper seeks to shine some light on the application of artificial intelligence (AI) algorithms, widely thought to be the 'future of marketing' and suggests that the synthesis and prediction possibilities will be game-changing for the insights industry.

Artificial Intelligence Algorithms: Beyond hype to reality

Sunando Das

Introduction

The artificial intelligence (AI) algorithm is being touted as the 'future of marketing'. So what do articles such as 'AI is shaking up the C-suite' in CMO.com mean for insights?

At a fundamental level, the core issues of marketing remain unchanged - be it finding the next big innovation platform or optimizing the brand portfolio architecture or targeting the right consumer at the right moment with the right offer or creating the best possible creative or choosing the right media-mix or predicting the impact of initiatives to drive ROI. What...

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